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Toni and Guy

Leave the hair to us!

Metrics

Leadership

Sustainability

CSR & Impact

Talent/People/Culture

Innovation

Digital Transformation

Economic Priorities

  • Worldwide
  • Hairdressing
  • 4251 Kellway Circle. Addison, TX 75001. US
  • Active
  • Nigel Darwin (CEO) Samantha Finley (President) Sacha Mascolo-Tarbuck (Global Creative Director)
  • Hairdressing
  • Worldwide
  • Hairdressing
  • Toni Mascolo, Guy Mascolo
  • 1963, in Clapham, London

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Summary

Toni and Guy USA is a beauty chain with hair salons and cosmetology schools throughout the USA. With over fifty years experience, it is an international icon and leader in the hairdressing industry, setting new standards for hairdressers and making education available worldwide. Each year a new hair collection is launched under the guidance of Creative Director Zak Mascolo. Bridging the gap between fashion and hairdressing.. Toni and Guy’s Artistic Team works with high end designers at New York Fashion Week creating innovative styles that are seen on the runways and interpreted by hairdressers nationwide.

History

Shifting to England from his native Italy during the Fifites, celebrated hairdresser Francesco Mascolo taught all of his sons to cut hair and Toni worked as his assistant in a London salon. Shortly after it closed doors, Francesco secured a place in Dover Street; his younger son Guy completed his apprenticeship there and moved on to work for Clapham salon while Toni became manager of Gerard’s and then moved to a salon in Victoria Street. Following the demise of their father in 1962, Guy was offered the opportunity to take over the salon where he worked, Toni left his job to join him there and the brothers took over.

In January 1963 the first Toni and Guy salon opened its doors and the brothers worked hard to build the business. With rent looming, it was a struggle to break even. Having inherited stylists from the original salon, including Pauline O’Donnell — later Mascolo, when she marries Toni in 1970 — helped boost business. What made the brand distinctive and popular is the brothers’ refusal to follow hairstyles of- the- moment and their business acumen of taking advantage of the change in youth culture and offering unisex service — a contrast to the traditional culture of salons and barbershops.

The Seventies witnessed the launch of three salons in South London. The first central London salon opened in 1973 and marked a turning point for the brand. Sudden press interest in the Mascolo brothers enabled them to diversify and feed their talents. Whilst Toni and Guy were based at the salon, younger brothers Bruno and Anthony focused on photography for promotional activities. Within two years, the Mayfair salon was always booked and the Clapham salon was sold to finance the expansion.

TONI&GUY had become a destination salon. The brothers new approach to cutting and styling was a cult and other hairdressers wanted to learn from them,. For the first time, the artistic team, including young stylist Pat Stokes — later to be known as Mascolo after she married Anthony in 1986 — began to conduct seminars and shows to packed audiences, throughout the world. Always pioneering in their approach, the brothers realised the potential in recording live and launched a series of educational videos for hairdressers to learn from along with tools needed to recreate the looks.

In 1979, the brothers established TIGI. Gel was the first of several products, followed by rollers and scissors. Education was expanding fast and their video library continued to support the artistic team — all underlining the commitment the Mascolos had towards education. In1984, an academy dedicated to education, opened in St Christophers Place, London. While Bruno established a base in Dallas, Texas, Toni made the pioneering move into franchising.

A time of growth, the expansion gathered momentum throughout the Nineties. Thanks to the franchising program, salons opened at a rapid pace both in the UK and overseas. Meanwhile in the US, Guy joined Bruno and they continued to expand the salon network, opening company-owned salons across Texas.

With the vision to create a solid business, Toni launched the essensuals hairdressing brand in 1997. With his daughter Sacha at the creative helm, supported by his son Christian, it built speed and added to the network of salons. Sacha Mascolo-Tarbuck, in her position as Global Creative Director, brought a new perspective and shift in direction, with fashion moving to the forefront of the brand identity.

In 2004 the decision to become official sponsor of London Fashion Week cemented it. In 2002 her husband James Tarbuck joined as Global Brand Director, and launched an in-salon digital network, the first of its kind in the UK, quickly followed by the launch of an award-winning eponymous consumer magazine.

The following decade witnessed Toni honoured by his native Italy with Cavaliere Ufficiale and his second home, England, with an honorary OBE for his services to the hairdressing industry. The brand further cemented its fashion credentials as the collaboration with British Fashion Council continued to develop. In 2009, TIGI was acquired by Unilever for reported $411.5m, making the brand accessible to the mass market.

2010 saw another hairdressing first when Sacha Mascolo-Tarbuck and husband James Tarbuck joined British Fashion Council for Vogue Fashion Fund. The same year also saw Sacha working with British designers at Paris and New York fashion weeks. In 2011 the brand was official sponsor of British Fashion Awards, further cementing its position within the industry. Moreover, with the global expansion of in-house television, digital magazine, mobile app, online shop, free in-salon wi-fi and educational papers, the brand continues to embrace new technologies to communicate with both the hairdresser and the consumer.

In January 2019 Nigel Darwin was appointed CEO after a year-long search to replace the late CEO and co-founder Toni Mascolo, who passé away in December 2017. Trusted with taking the reigns as CEO is Cambridge graduate Nigel Darwin, who brings with him 20 years’ experience in the consumer sector, specifically in beauty, wellness and fashion. He formerly served as CEO for wellness brand ESPA and as Coach’s President for Europe. In the new role, he leads Toni&Guy’s teams to strengthen its salon presence and product line label.m.

Vision

Toni & Guy’s vision is to seamlessly bridge the gap between the world of high fashion and hairdressing, creating a unique synergy where creativity and commercial appeal coexist. Their approach is rooted in making avant-garde, cutting-edge styles accessible to a broader audience, without compromising on artistic integrity. As leaders in both the salon and fashion industries, Toni & Guy aim to push the boundaries of hairdressing, ensuring that their clients can experience runway-inspired looks that are practical and wearable in daily life. By blending bold, innovative techniques with commercial sensibility, the brand makes it possible for everyone to enjoy fashion-forward hairstyles that are tailored to individual lifestyles and preferences.

This vision is reflected in Toni & Guy’s collaboration with fashion houses and their long-standing presence at international fashion weeks. Their work backstage at these high-profile events informs the techniques, cuts, and styles that are offered in their salons, allowing them to bring the latest trends to a mainstream audience. While high-fashion hairdressing often carries a reputation for being daring and experimental, Toni & Guy successfully translates these trends into something adaptable for everyday wear. This balance between creative expression and commercial viability ensures that their salons offer clients the best of both worlds—cutting-edge looks with real-world practicality.

Moreover, Toni & Guy’s commitment to education plays a key role in achieving this vision. Through their renowned academies, the brand consistently trains stylists to master both the artistic and commercial aspects of hairdressing. This dual focus ensures that stylists can deliver fashion-forward styles while maintaining an understanding of what works best for each client’s needs. In doing so, Toni & Guy create a platform where fashion and hairdressing are intertwined, elevating hairdressing to a level where it becomes an essential extension of personal style, seamlessly integrated with the latest fashion trends yet fully customizable for the individual.

Mission Statement

Toni & Guy’s brand mission is centered around revolutionizing the hairdressing industry by blending creativity, innovation, and education to deliver exceptional haircare services worldwide. Their mission is to continually redefine the boundaries of hairdressing, ensuring that every client receives a transformative experience that aligns with contemporary fashion trends while maintaining a personal and practical touch. By doing so, Toni & Guy aim to make high-fashion hair accessible to everyone, offering styles that are both cutting-edge and versatile enough to suit individual lifestyles. This dedication to innovation allows the brand to stay ahead of the curve, consistently offer.

Key Team

President: Samantha Finley
Global Creative Director: Sacha Mascolo-Tarbuck

Products and Services

Toni & Guy’s products and services are designed to complement their innovative approach to hairdressing, offering a comprehensive range of salon experiences and professional-grade haircare products that cater to a variety of needs and styles. Their salon services include precision haircuts, color treatments, and styling techniques that are deeply informed by the latest trends in fashion and hairdressing. Whether a client is seeking a transformative new look or maintaining a classic style, Toni & Guy’s highly trained stylists use cutting-edge techniques and premium products to ensure results that are both stunning and tailored to each individual’s hair type, lifestyle, and preferences.

A key part of Toni & Guy’s offerings is their exclusive range of haircare products, developed to maintain the health and vitality of hair between salon visits. These products, which include shampoos, conditioners, styling creams, and finishing sprays, are formulated with the same attention to quality and performance that defines their salon services. The brand’s products are designed to enhance and extend the effects of professional treatments, allowing clients to recreate salon-quality results at home. By offering products that are accessible yet professional-grade, Toni & Guy help clients take control of their haircare routine with the confidence that they are using industry-leading formulas.

Additionally, Toni & Guy provide specialized services such as bridal styling, men’s grooming, and texture treatments like perming and straightening, ensuring they cater to a broad spectrum of haircare needs. Their salons also frequently offer bespoke services, tailoring treatments to specific occasions or unique hair challenges. The brand’s ability to seamlessly combine artistic creativity with practical solutions is evident in these services, as they provide not only beautiful but also functional haircare solutions. Whether it’s an elaborate updo for a wedding or a sleek haircut for everyday wear, Toni & Guy’s commitment to personalized, high-quality service is central to their client experience.

Awards and recognition

What makes TONI&GUY unique is that with over five decades of experience, it is the international leader in the hairdressing industry, setting new standards for hairdressers and making education available globally.

References